Is Coca-Cola truly prepared to lift the hood and let the rest of the industry take-a-look at their crown jewel? Sounds hard to believe, but yes they are! You will hear the story of how Coke upgraded their 90+ market tracking study, creating an innovative eco-system to monitor and manage their multi-billion dollar set of global brands. The latest GRIT Reports shows the R&I team at Coca-Cola as the second most innovative MR client for its commitment to staying at the forefront of technology, techniques, and methodology. How do they do it? The presenters take us through their journey to upgrade their most complex (and expensive) piece of market research touching on field digitalisation, new time constraints, implementation issues, faster turnaround requirements, modularisation and more.
Is Coca-Cola truly prepared to lift the hood and let the rest of the industry take-a-look at their crown jewel? Sounds hard to believe, but yes they are! You will hear the story of how Coke upgraded their 90+ market tracking study, creating an innovative eco-system to monitor and manage their multi-billion dollar set of global brands. The latest GRIT Reports shows the R&I team at Coca-Cola as the second most innovative MR client for its commitment to staying at the forefront of technology, techniques, and methodology. How do they do it? The presenters take us through their journey to upgrade their most complex (and expensive) piece of market research touching on field digitalisation, new time constraints, implementation issues, faster turnaround requirements, modularisation and more.
Most clients are on a quest to continuously review and improve the services they provide, both centrally and locally. One of our panelists set out on a journey that gave place to a big debate. They conducted a large benchmarking exercise, with industry leaders in other multi-national companies, to understand how they were conducting their brand tracking studies: the role tracking has, the challenges they face and the innovations they are adopting. What emerged was a group of thought leaders with a remarkable willingness to share their experiences, both the good... and the bad! Join the Talk Show, as our invited guests reveal the main themes they had discussed in their quest to find the brand tracking sweet spot.
Storytelling lunch briefing by Patricio Pagani, Infotools, New Zealand.
As market researchers we need to understand and interpret market conditions for corporate decision makers. Our presentation will look at how combining behavioural and perception data deepens this understanding and improves our ability to influence. We explore how technology is enabling new sources of ?big behavioural data?, and the imperative this creates for research organisations ... we must revolutionise the way we work. Our traditional role as farmers who carefully curate and harvest, will transition into our role as miners who explore and synthesise.
As market researchers we need to understand and interpret market conditions for corporate decision makers. Our presentation will look at how combining behavioural and perception data deepens this understanding and improves our ability to influence. We explore how technology is enabling new sources of big behavioural data, and the imperative this creates for research organisations ... we must revolutionise the way we work. Our traditional role as farmers who carefully curate and harvest, will transition into our role as miners who explore and synthesise.
The global automotive industry faces converging challenges. KPMG (2012) singled out VW, BMW and Hyundai as well-placed to weather the storm. This presentation examines Hyundai in particular, for in this new mobile landscape it represents the importance of an 'asymmetric' leadership culture (Shim-Steer, 2012) and second-generation competencies (Reeves- Deimler, 2011). This closing presentation will review the implications for auto firms and their globally-integrated, locally-attuned, and technically-savvy research partners.
This presentation provides a sneak peek into the multi-million research practice that aims to take one of the world's most-valued brands to lead its markets. It depicts how Coca-Cola has engineered a solution to one of research's oldest problems: how to survive in an increasingly complex reality with a tool that is relevant to local teams, while leveraging global knowledge. The presentation highlights how a centralized knowledge repository solution enables Coca-Cola strategists to manage an ever-growing portfolio of brands and categories, and provides examples of the synthesising analysis that is possible.
The Beverage Brand Barometer, a Coca-Cola consumer tracking study covering over 85 countries, has become a powerful strategic planning and marketing investment productivity tool. The method is compared to transforming a snapshot photo (a static understanding of consumers) into a series of frames (future brand performance over time). Early applications and benefits include the identification of high return marketing initiatives scalable across regions, as well as the creation of a company-wide language able to connect business goals to marketing actions.
On realization that only 20% of their Brand Tracker information was used across all 32 European markets, Coca-Cola Europe started searching for the Philosopher's Stone. The journey will take the us through the difficulties of negotiating a positive business case for each market, managing the trend break challenges and ultimately defining a consistent, harmonized tracking study that is relevant for local markets as well as regional and global units. The Philosopher's Stone paper will prove that getting the right parties involved, it is possible to not only find the right balance between global and local (the famous sweet spot) but also achieve significant savings at the same time.